The global, the local and the hybrid in the making of Johannesburg as a world class African city

Abstract

In 2000 the city of Johannesburg adopted the vision of becoming a World Class African City (WCAC). Since then Johannesburg has been energetically promoted in accordance with this vision. The tagline ‘world-class African city’ is now used in the branding of the city. It has become a major signifier on its logo and a notable catchphrase in its radio adverts of its brand. However, the nested opposition of the ‘world-class’ and ‘African’ discourse has not been explicitly defined in the vision beyond their simplistic connection. Many people have found the vision puzzling and some have questioned its claims. This paper explores the conundrum that lies in the nested opposition of the ‘world-class’ and ‘African’ discursive currents. It identifies the ‘global’ and ‘local’ discursive forces (in the country) which were formative in the creation of the vision. It looks at how the intersection of global and African discursive fronts has become leverage for generating hybrid cultural/cosmopolitan identities. The thrust of the paper is that the urban practices and landscapes of post-apartheid Johannesburg are enacted and re-enacted together with the inspiration, signification and/or representation of the city vision.